Seventeen years after last winning an Emmy Award for outstanding commercial, Nike has returned to the summit—on the strength of its celebrated Colin Kaepernick work.
"Dream Crazy," the Wieden + Kennedy spot narrated by Kaepernick, took home the prize at the Creative Arts Emmys on Sunday. It beat out four other finalists—two from Apple, one from Netflix and one from Sandy Hook Promise.
This is Nike's first Emmy since winning two in the span of three years in 2000 and 2002. "The Morning After," directed by Spike Jonze, won in 2000; "Move," directed by Jake Scott, won in 2002. Both were also created by W+K.
The win also marks the end of a six-year Emmy drought for W+K. The agency had a remarkable run between 2009 and 2012, winning the Emmy each of those years—for Coca-Cola "Heist," Old Spice "The Man Your Man Could Smell Like," Chrysler "Born of Fire" and Procter & Gamble "Best Job."
Six different agencies and five different marketers won Emmys since then: Canon and Grey's "Inspired" in 2013; Apple and TBWA\Media Arts Lab's "Misunderstood" in 2014; P&G's Always and Leo Burnett's "Like a Girl" in 2015; the Ad Council and R/GA's "Love Has No Labels" in 2016; Squarespace and JohnXHannes' "Calling JohnMalkovich.com" in 2017; and P&G and BBDO New York's "The Talk" in 2018.